Today's mail brought me an invitation from the American Advertising Federation/Utah to enter our agency's work in the annual Addy's Awards competition. 

It's a poster folded to show the teaser headline, "You have a visitor." Next to the teaser is a photo of a blue canary. When you unfold the poster, you see a large photo of a guy with a dopey look on his face, reclining, fully clothed, in a bathtub. In his hand is a one-gallon milk jug containing ... heck, I can't tell. Chocolate milk? Unfiltered apple juice? A medal on a ribbon dangles from the beak of the canary, now perched in the bathroom window. The headline reads, "Award Off Depression." The copy comprises two sentences: "So the economy did its worst. We want to reward your best—with shiny things that will make it all better."

I guess I'm dense. Heaven knows I tried, but I don't get it.

Either way, the RESPONSE Agency's policy is not to enter awards competitions. To quote our core values: "We believe that setting our eye on awards diverts focus from real objectives. The best award is profitable results for a client."

Not that I'm above hypocrisy. We have won awards when clients have entered our work, and it always goes to my head.

Steve Cuno
 


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